MUMBAI, INDIA — India boasts the world’s highest number of female STEM graduates at 43% yet only an estimated 14% of them are part of the STEM workforce, underscoring a significant dropout after education and workplace gender gap that urgently needs addressing.
To understand why women are dropping out of STEM careers, in March 2023, Olay India commissioned a survey: 81% of respondents said they dropped out of STEM careers due to the lack of female role models who can pave the way for success. Whereas 88% said having female role models who are excelling in the workplace would influence them to go back to a career in STEM. Overall, 91% of respondents said having a female role model is crucial to staying in a STEM career.
These findings inspired the latest installment of Olay’s #STEMTheGap initiative, which aims to shed light on the glaring absence of female mentors and role models. Ahead of this year’s International Day of the Girl Child on October 11, Olay will begin the next leg of its 10-year program.
As a brand rooted in scientific innovation and a deep connection with women, Olay India is taking meaningful steps to provide young girls with mentorship and role models with the launch of a hard-hitting digital film, created in collaboration with acclaimed filmmaker Anand Gandhi.
The film delves into India’s rich history of remarkable women in STEM and pays homage to the enduring legacies of luminaries like Dr. Anandibai Joshi, Kamala Sohonie, Dr. Janaki Ammal, Kalpana Chawla, among others, showcasing their inspiring journeys. It highlights the urgent need for more female role models in STEM today. The film also sheds light on the societal biases that deter young girls from pursuing STEM careers, emphasizing the crucial role of female mentors.
Olay has also launched the beta version of a web-based virtual chat mentor that will offer guidance and information to aspiring young girls seeking to enter the world of STEM, and a wonderful supplement to Olay’s mentorship program. This virtual chat mentor has been created with the help of successful women in different STEM fields in India such as Shannon Olsson, Founder and Global Director of the echo network, Swarna Manjari, a communication designer, Dr. Vandana Prasad, a community pediatrician and public health professional, and Tarunima Prabhakar, who works on tech and policy research at Tattle Civic Tech and Carnegie India, to name a few, to provide the user with knowledge, resources, and encouragement on their journeys.
Priyali Kamath, Senior Vice President of Skin and Personal Care for Asia Pacific, Middle East, and Africa at Procter & Gamble (P&G), explained, “For decades, Procter & Gamble’s legacy skincare brand Olay has maintained a deep understanding of women’s changing needs through science. At Olay, we understand the critical importance of female role models in the STEM field, and our commitment to bridging the gender gap is unparalleled. This year’s theme, centered on the significance of role models and the introduction of the mentorship initiative, highlights our commitment to ensuring every young girl knows that she can be the next leader in her field.
“Through initiatives like #STEMTheGap and our commitment to gender equality, we are working hard to double the number of women in STEM by 2030 and create a more inclusive and equitable future. We’re proud to recognize and support the next generation of women in STEM who will one day be making history in their respective fields, and become role models for young girls in the future.”
Ajay Vikram, Chief Creative Officer for Southeast Asia, of Publicis Groupe, added, “There are many accomplished women leaders in STEM in India today. Yet, a “lack of mentors” is often cited as a big reason why so few women make a career in STEM. This got us thinking. How do we not just celebrate the achievements of women in STEM, but actually be useful …to be there at the very moment when needed, a friend and guide to any girl or woman looking for answers as they stand at the crossroads of choosing their path forward. Technology came in handy as a way to help…but we can’t wait to see how much more Ai-shu can do to help women find their way to a future of their choosing.”
The latest installment follows the launch of #STEMtheGap in India in 2021, a campaign that garnered 10 million views and an 80 million reach, a record for Olay India. Beyond awareness, Olay has joined forces with vLookUp to connect female students in higher education with STEM mentors online, with carefully chosen participants engaging in four-month mentorship programs facilitated by volunteers from P&G and partner companies. This program completes the mentorship journey from virtual mentorship to meaningful connections with experts in the field.
To encourage future women in STEM, Olay continues to partner with LEAD, India’s premier School EdTech provider, to sponsor STEM scholarships to 250+ underprivileged girls. These scholarships empower girls across India by providing financial support for STEM education and career development.
CREDITS:
Client: P&G Asia Pacific; Olay
Senior Vice President for Skin & Personal Care – Asia Pacific, Middle East and Africa: Priyali Kamath
Vice President for Skin Care and E-commerce – Asia Pacific, Middle East and Africa: Lester Estrada
Senior Director for Digital Transformation and Sales – Asia Pacific, Middle East and Africa: Abhishek Mittal
Brand Director for Skin Care – Asia Pacific, Middle East and Africa: Salisa Orutsahakij
Senior Regional Communications Manager for Skin & Personal Care Asia Pacific, Middle East and Africa: Jeune San Juan
Agency: Publicis PG One Singapore
Chief Creative Officer, SEA: Ajay Vikram
Creative Director: Vaishnav Balasubramaniam
Senior Art Director: Janath Gamage
Associate Creative Director: Yuste DeLucas
Executive Creative Director: Emmanuel Lalieve
Senior Producer: Sharon Leong
Senior Producer: Deepa Limaye
Managing Director; PGOne: Penny Sadlier
Executive Vice President – Global Client Management: Michelle Whitesides Regional Head of Strategy: Jordan Price
Strategic Planner: Pamela Lee
Regional Account Director: Khatkhanang Chavalitsakulchai
Senior Account Executive: Jarron Loh
Production: Memesys Studios; India
Written, Directed & Produced: Shreya Dudheria & Anand Gandhi
Executive Producer: Zain Memon
Cinematographer: Satchith Paulose
Production Designer: Madhur Madhavan
Art Director: Swapnil Bhalerao
Editors: Jeevan Jena, Dharmendra Patella
Costume Designer: Indrakshi Pattanaik
Costume Designer : Kani Kusruti
Casting Director: Utkarsh Bhardwaj
Casting Director: Gábor Jr. Erdélyi
Sound Designer: Bishwadeep Chatterjee
VFX Supervisor: Nishikant Mohapatra
Colorist: Vineesh Vijayan
Hair & Makeup: Tarsha Kohli
Associate Director: Nadeem Ahmed
Associate Producer: Aayush Asthana
Line Producer: Mohammad Mubashshir
Production Head: Sammeep S Arora
Post Production: Shiva Paswan
Graphics: Alisha Coelho Pereira
Graphics: Yash Patel
Research Lead: Aayush Asthana
Research Lead: Tammanna Aurora
Music Director: Sneha Khanwalkar
Music Producer: Shreya Gupta
Lyrics: Samyuktha PC
Lyrics: Shreya Gupta
Voices: Maithili Shome
Cello: Kritskaya Tatiana, Venkatesh Iyer
Mix: Deepraj Raorane
